Tell me if this sounds familiar: You visit an e-commerce site and see a newsletter popup asking you to join an email list that you’re already on.

Tell me if this sounds familiar: You visit an e-commerce site and see a newsletter popup asking you to join an email list that you’re already on.

Amazon found the courage to run a beautiful a/b test where they put their old three column product page layout against a new two column one. Although the two column layout was arguably more beautiful with the addition of white space, margins and shadows, it was nevertheless rejected. Before it was removed we decided to leak it here to ensure its beautiful failure continues to teach us well into the future.